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In this talk, we share our experience in researching and practicing Business Analytics with a strong emphasis on descriptive and predictive analytics. We discuss the usefulness of these open-source analytics platforms by means of a real-life case study in Finance and Marketing: Analyzing the interaction between tweets and the success of an initial public offering (IPO), and the post-IPO price evolution. Moreover, we build a predictive model to determine whether a tweet will be retweeted. We present our findings using a series of platforms ranging from (1) dedicated Apache Spark clusters using Python Zeppelin Notebooks to (2) Databricks’ cloud platform.